Once Upon a Farm Discontinues Advertising Claims for Advanced Nutrition Baby Fruit & Veggies Blend Following National Advertising Division Challenge

For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs

703.247.9330 / press@bbbnp.org

New York, NY – October 13, 2022 – In a BBB National Programs National Advertising Division (NAD) challenge, brought as part of NAD’s routine monitoring of national advertising for truth and transparency, the advertiser Once Upon a Farm voluntarily discontinued advertising claims regarding its Advanced Nutrition Baby Fruit & Veggies Blend.

Once Upon a Farm is a children’s nutrition company that offers a range of organic food for babies and children. 

NAD inquired about the advertiser’s Instagram post that featured its Advanced Nutrition Baby Fruit & Veggies Blend and stated:

“Have you tried our NEW Advanced Nutrition Baby Fruit & Veggies Blend for babies yet? Veggie forward with hints of fruit, all three blends are formulated with prebiotics, probiotics, iron, vitamin B12, zinc and DHA – so you can feel comfortable your little ones are getting the nutrition they need for development.” 

These statements were followed by a brain emoji and a flexed strong-arm emoji. NAD’s inquiry focused on whether the post created a link between the advertiser’s product ingredients and children’s brain and strength development that requires competent and reliable scientific data as support.

Although Once Upon a Farm provided NAD with evidence in support of its claims, during the proceeding it informed NAD that it had elected to permanently discontinue the challenged express claim for reasons other than the NAD inquiry. Therefore, NAD did not review the claim on its merits.

In its advertiser statement, Once Upon a Farm stated that it “confirms its agreement to comply with NAD’s recommendations.” The advertiser further stated that it is a “strong proponent of truthful advertising and welcomes the opportunity to support NAD’s self-regulation efforts.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.

 

Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.

 

 

 

 

Latest Decisions

Decision

Direct Selling Self-Regulatory Council Refers Olive Tree Earnings Claims to the FTC and California AG for Possible Enforcement Action

McLean, VA – December 20, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) referred Olive Tree to the Federal Trade Commission (FTC) and California Attorney General's Office for possible enforcement action after Olive Tree failed to respond to a DSSRC inquiry into earnings claims.  

Read the Decision Summary
Decision

Children’s Advertising Review Unit Recommends JustPlay Discontinue or Modify Daisy the Yoga Goat Claims

New York, NY – December 19, 2024 - The Children’s Advertising Review Unit (CARU) launched an investigation into advertising for Just Play’s furReal Daisy the Yoga Goat seeking to determine if the toy’s product packaging and commercial advertisements comply with CARU’s Self-Regulatory Guidelines for Children’s Advertising.

Read the Decision Summary
Decision

In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies “Made in USA” Claims

New York, NY – December 19, 2024 – In a National Advertising Division challenge, Oral Essentials agreed to permanently modify its claim that certain Oral Essentials oral healthcare products are “Made in USA.” 

Read the Decision Summary
Decision

National Advertising Division Recommends Zuru Modify or Discontinue Certain Claims for its Rascals and Millie Moon Diapers

New York, NY – December 18, 2024 – The National Advertising Division recommended Zuru Edge Limited modify or discontinue certain claims for its Rascals and Millie Moon diaper products.

Read the Decision Summary